23 rd August 2007 Understanding the Evolution of UGC from Mobile Perspective

© 2007 Veyond Partners. Strictly confidential VEYOND PARTNERS’ main business model is to provide valuable Research/Insights/Trends, Professional knowledge services on Korean TMT (Telecom, Media & Technology) industry to the World. It also provides the Professional Connecting Service to the Global clients who want to find the most suitable business partners to monetize from Korea’s advanced Digital Economy experiences. VEYOND PARTNERS is consisted with seasoned professionals having extensive knowledge and experiences on TMT Sector gained from global companies such as Accenture, Arthur D Little, AT Kearney, Hyundai and KTF. Veyond Partners

© 2007 Veyond Partners. Strictly confidential déjà vu Déjà vu is the feeling that you have already experienced the things that are happening to you now.

© 2007 Veyond Partners. Strictly confidential 1. What is the most well known Social Networking Service in Korea?

© 2007 Veyond Partners. Strictly confidential 2. Is Google the No.1 Search Engine in Korea?

© 2007 Veyond Partners. Strictly confidential 3. Which company first started the commercialization of Mobile TV? 2006 will be a landmark year in the development of mobile TV, with the first commercial broadcast overlay networks outside Korea set to deliver live TV to mobile devices.

© 2007 Veyond Partners. Strictly confidential déjà vu ?

© 2007 Veyond Partners. Strictly confidential Session Theme Everybody is talking about UGC. Businesses want to ‘Monetize’ from it. Mobile Industry is also very much interested in capturing its share in this arena. What can Korea’s mobile UGC experiences provide to the World?

© 2007 Veyond Partners. Strictly confidential Overview Of Korean UGC Market Consume Consumer Platform Contents Digital Gadget (Camera, Camcorder, Mobile Handset, PC, PMP, UMPC, Notebook) Create Upload Network Network Fixed vs. Mobile Fixed vs. Mobile Tool

© 2007 Veyond Partners. Strictly confidential Consumer Mobile is now just more than ‘Making Phone Calls’ in Korea. ‘ More than Mobile’

© 2007 Veyond Partners. Strictly confidential If you are in Korea… Media (TV) Banking Entertainment Commerce (Payment) Coupon Telemetics

© 2007 Veyond Partners. Strictly confidential Digital Gadgets

© 2007 Veyond Partners. Strictly confidential Convergence vs. Divergence

© 2007 Veyond Partners. Strictly confidential Contents National Internet Development Agency of Korea, June, 2007. What kind of UGC contents do Koreans watch?

© 2007 Veyond Partners. Strictly confidential What UGC? MALE FEMALE National Internet Development Agency of Korea, June, 2007. Differed preference between male and female Subject Male Female Bizarre, humor, fun ✔ Hobby, leisure = Celebrity, famous figures ✔ Healthcare, living ✔ Jobs, learning ✔ Personal trivial ✔ News, issue ✔ Etcetera =

© 2007 Veyond Partners. Strictly confidential What UGC? National Internet Development Agency of Korea, June, 2007. Differed preference among age segment Subject 10s 20s 30s 40s Bizarre, humor, fun ✔ Hobby, leisure ✔ ✔ Celebrity, famous figures ✔ Healthcare, living ✔ Jobs, learning ✔ ✔ Personal trivial ✔ ✔ News, issue ✔ ✔ Etcetera ✔

© 2007 Veyond Partners. Strictly confidential Network Fixed (Mobile WIMAX) Mobile ( HSDPA)

© 2007 Veyond Partners. Strictly confidential To win the Customer Mobile ( HSDPA) Fixed (Mobile WIMAX)

© 2007 Veyond Partners. Strictly confidential Platform Targeting Text Multimedia Mass Niche Contents Type Source: www.rankey.com

© 2007 Veyond Partners. Strictly confidential Quest for the Mobile

© 2007 Veyond Partners. Strictly confidential Key Take Away Korea, Full of Interesting / Experimental Ideas & Business Models Seek for Investment/Joint Venture Opportunity Borrow the Concept, Localize to your country Web 2.0 is Right. Bet on the ‘User’ Do not enforce your customer, Let them ‘Evolve’ All you need to do is creating the Optimal Environment Think Small Mobile can be a good ‘complementary’ in many ways Look for the ‘unmet needs’ and connect it to Mobile

Korea, Full of Interesting / Experimental Ideas & Business Models

Seek for Investment/Joint Venture Opportunity

Borrow the Concept, Localize to your country

Web 2.0 is Right. Bet on the ‘User’

Do not enforce your customer, Let them ‘Evolve’

All you need to do is creating the Optimal Environment

Think Small

Mobile can be a good ‘complementary’ in many ways

Look for the ‘unmet needs’ and connect it to Mobile

© 2007 Veyond Partners. Strictly confidential Q & A

© 2007 Veyond Partners. Strictly confidential VEYOND HAUS, 310-13 Sangsu-dong, Mapo-gu Seoul, 121-829, Korea Phone 82 2 2233 4445 Fax 82 2 2233 4451 Yunho Chung Managing Partner, Veyond Partners E-mail: [email_address] LinkedIn: www.linkedin.com/in/yunhochung Veyond Partners’ WEB 2.0 Blog: http://www.koreaninsight.com Slideshare: http://www.slideshare.net/veyond YouTube: www.youtube.com/veyond Yunho Chung is Managing Partner of VEYOND PARTNERS which he founded in 2005. VEYOND PARTNERS’ main business model is to provide valuable research/insights/trends, professional knowledge services of Korean TMT (Telecom, Media & Technology) industry to the World. He started VEYOND PARTNERS to response to the Global TMT community’s strong need to know more on Korean TMT industry as he found that there were insufficient services available to serve that needs. VEYOND PARTNERS is consisted with seasoned professionals having extensive knowledge and experiences on TMT Sector gained from global companies such as Accenture, Arthur D Little, AT Kearney, Hyundai and KTF. Prior to VEYOND PARTNERS, Yunho worked as a Management Consultant in Accenture focusing on Communication & High Tech Industry and during his time in Accenture he has done numerous projects serving clients in Wireless, Fixed, Online Company and more. He holds Master Degree in Management from LSE (London School of Economics). Recently He appeared in several conferences/seminar/media including Wireless World Forum, Radio Television Hong Kong, Norwegian Institute of Journalism, SK Telecom delivering the speech on mobile related topics such as Mobile TV, UGC, SNS, WiBro, Web 2.0 and Blogging.